So what does that actually mean? 10,000 individuals tweeted at least once about the show this year? Cause whooo hoooo, big deal. All those "let's get the show trending on twitter" campaigns made damn all difference.

Since the network had very little involvement with Twitter and Dollhouse, it suggests there was an audience they could have embraced on there if they had thought about it. Twitter is not representative of the general population - it's very much an echo chamber of a certain demographic - but it still could have proved useful. NBC are currently playing with ways to interact with the Chuck fans on Twitter. (Not very successfully).

It's a microcosm and echo chamber to be sure. But the absence of official engagement only accentuated (and to some extent amplified) the network's disinterest in supporting the show. To what degree it accentuated and to what degree it merely symbolized it, I couldn't tell you.

I think they were afraid of what they bought. And tried to make it into something else, internally and then externally in terms of the PR campaign, which was both hesitant and strangely angled in addition to messed up a lot of the time. I think the crux of the thing is that they were unsure they wanted to sell the thing they bought, and hoped it'd become a quiet hit while they tried to make it into something safer. Twitter was just one tool they neglected to capitalize on, but probably the least important available.